WashWise was a market transformation campaign supported by 140 public utilities in Washington, Oregon, Idaho, and Montana. The campaign sought to introduce front-loading tumble-action washing machines to consumers as a water and energy conservation measure. The campaign goals were to increase awareness of conservation goals that can be achieved with tumble action washers; provide data on water and energy savings to consumers; recruit manufacturers and retailers to support program goals; and provide cash rebate incentives to make tumble-action machines more price-competitive with conventional machines. The Northwest Energy Efficiency Alliance promoted water and energy conservation in households throughout the four states, and educated consumers about resource-efficient, tumble action washing machines. The market goal for the program was to increase market share of tumble-action washers from 2 percent to 3 percent of washing machines purchased.

PRRs approach contained three main elements: aggressively recruit manufacturing and retail partners; generate media coverage and support; and provide retailers with point-of-sale materials to encourage sales. PRR led the creation of the WashWise logo, retailer recruitment kits, radio and print advertising, point-of-purchase materials including brochures and product stickers, media kits, kick-off event displays, signage and banners, and business papers. PRR devised a media event that visually showed both the water savings and the gentle performance of the machines. A pile of water bottles equaling the annual savings of the machine was created, and a wash-contest was conducted where identical nightgowns were washed 100 timesone in a front-loading machine and one in a traditional agitator machine. The WashWise nightgown came through in perfect condition; the one washed in the agitator was in shreds. Over 500 retailers in four states participated, exceeding the clients goal of 300, and included major stores such as Sears. More than 61,000 machines were sold, exceeding the goal of 2,785 machines by more than 2,000 percent.